Nation branding: conceptual development, measurement, and effects on goodwill towards the nation

Download
2018
Turhan Tezcan, Bilge
Nation Branding is an emerging topic of Marketing and Brand Management disciplines and it will be the favorite area of study in the upcoming decades.Both business relationships and reputation of a nation in the international arena are strongly influenced by the success of its nation branding efforts (i.e., the way the nation is perceived by others). In effect, every person is perceived by members of other nations in the light of or under the shadow of their nation’s brand. In today's global world where people, services, policies, products move beyond the borders of their homelands, every nation has to compete with other nations not only for its survival but also for communicating what it has to say, for getting more from the world income, for attracting talent. The present study proposes a conceptual model of Nation Branding, including its many dimensions, develops a measurement scale that is applicable for all nations and captures, individually, the many specific components of a nation that together constitute the concept of nation brand and drive reactions from others. Lastly, the study explores the relative effects of each dimension (component) of the concept of nation brand on the degree of goodwill displayed by others. The study suggests that Nation Brand is the combined effects of the major characteristics of a nation on the thoughts, attitudes, and reactions of members of other nations. The study further suggests that there is positive correlation between these major characteristics and the goodwill towards the nation.

Suggestions

THE MEDIATING ROLE OF THE INNOVATION CLIMATE IN THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND ORGANIZATIONAL COMMITMENT: SAMPLE OF A PUBLIC SPORT ORGANIZATION
Ergun, Selcan; Koçak, Mehmet Settar; Department of Physical Education and Sports (2021-8)
The aim of this research is to examine the mediating role of innovation climate on the relationship between corporate social responsibility and organizational commitment in a public sport organization in Turkey. In addition, the intermediary relationship of the sub-dimension of supporting innovation, preventing innovation, and providing resources between employees' corporate social responsibility and organizational commitment was examined. A questionnaire was applied to a sample of 486 randomly selected emp...
The role of civil society in democratic consolidation process of Georgia between 2003 and 2011
Gürsoy, Hazar Ege; Ergun Özbolat, Ayça; Department of Eurasian Studies (2011)
The aim of this thesis is to analyze the last phrase of democratization process in Georgia that refers to democratic consolidation period, while focusing on the role of civil society organizations. The main focus area will be post-Rose Revolution period hence, the Rose Revolution that occurred in 2003 is considered as an example of democratic transition and as a nature of successful democratization development, the transition period must be followed by the democratic consolidation process. In order to exami...
Brand experience manifestation: a tool for concept evaluation according to brand attributes and touchpoints
ElShamy, Ibrahim Basheir Mohamed; Pedgley, Owaın Francıs; Department of Industrial Design (2022-1-12)
Brands are not just confined to names or logos. They are instrumental for acquiring and retaining competitive advantages in the modern business world, where consumers are more knowledgeable and demanding. Firms are now offering multiple brands with multiple physical products and digital services through a plethora of touchpoints. Ensuring a design concept’s proper representation of brand attributes and alignment with corresponding touchpoints are fundamental for delivering a consistent brand experience. Thu...
Performance of International Joint Ventures in Construction
Ozorhon, Beliz; Arditi, David; Dikmen Toker, İrem; Birgönül, Mustafa Talat (American Society of Civil Engineers (ASCE), 2010-10-01)
International joint ventures (IJVs) have become popular because of their importance as a strategic alternative in global competition. The measurement of the performance of IJVs has been an important research topic for a few decades, however there is no consensus on an appropriate definition and measurement of IJV performance. In this study, a model is proposed to assess IJV performance in construction. The validity of the proposed drivers and measures of performance is investigated and relationships between...
Success and failure factors for technology-based startups: Turkish entrepreneurs' perception
Hızal, A. Sercenk; Oran, Adil; Department of Business Administration (2019)
The aim of this thesis is to investigate and analyze the perception of Turkish entrepreneurs on the factors affecting the success of technology-based startups. The main contribution of this study to the literature is the data it presents and its usefulness in understanding the success factors for technology-based startups in terms of entrepreneur's perception. In the scope of this study, a survey has been conducted with 111 entrepreneurs who have taken part in a technology-based startup as a founder or part...
Citation Formats
B. Turhan Tezcan, “Nation branding: conceptual development, measurement, and effects on goodwill towards the nation,” M.S. - Master of Science, Middle East Technical University, 2018.